Client Overview
Longevity Botanicals is a US-based supplements brand that specialises in developing its own range of high-quality mushroom blends. With a commitment to natural ingredients and scientifically formulated products, the brand sought to expand its customer base through Google Ads.
Objective
The primary goal was to maximise new customer acquisition while maintaining a new customer acquisition cost (nCAC) target of $60. The challenge was to scale efficiently without diminishing profitability.
Results
By optimising the account structure and improving campaign strategies, we successfully reduced nCAC by 37%, bringing it down to $55.76. The number of new customers acquired from Google Ads increased by 210%, even as ad spend rose by 143%.
In the following month, we further scaled ad spend by 47%, leading to a 42% increase in new customers while keeping the nCAC increase to just 4%.
How We Achieved This
Product Feed
One of the key optimisations was improving the product feed. Using a supplemental feed, we restructured product titles to front-load high-priority keywords and ensured they made full use of the 150-character limit.
Product descriptions were streamlined to within 1,500 characters, with the most critical information placed at the beginning to maximise relevance in the search results.
Additionally, unit pricing was added to the feed, making it easier for customers to compare value across different product sizes. An example of price per 100g is shown below:
An example of price per ct or pill is shown below:
Full-Funnel Approach
A full-funnel approach was implemented, with a heavy focus on Google Shopping. While Shopping campaigns played a central role in acquiring new customers, we also used dynamic remarketing to re-engage users who had not yet converted. Crucially, we leveraged customer match lists to ensure we were only bidding for new customers, which helped keep acquisition costs under control while scaling.
UTM campaign tracking
To gain deeper insight into new customer acquisition performance, we integrated offline tracking methods. We added UTM tracking to all campaigns, allowing us to accurately report new customer acquisitions within Shopify. This data was then combined with Google Ads spend and analysed in a Google Sheet to monitor performance trends and ensure that growth was sustainable.
Prioritising High-Converting Products
We also took a data-driven approach to product selection. By analysing Shopify sales data, we identified the specific products and size variants that were driving the most new customer acquisitions. This allowed us to allocate more budget to high-performing products while reducing spend on those that were not contributing positively to our nCAC goals.
New Customer offering
An exclusive new customer offer was introduced to further encourage conversions. This offer was prominently displayed in Google Shopping ads and reinforced with a website pop-up. To streamline the user experience, the discount was automatically applied at checkout when a new customer added a product to their cart.
Website CRO
Beyond Google Ads, we optimised the website to improve average order value (AOV) and conversion rate. We grouped size variants together on product pages, making the price per gram visible to encourage larger value purchases.
A free shipping threshold was added within the cart drawer to incentivize higher spending, while upsells and cross-sells were strategically placed on product pages and during checkout to further increase order value.
Conclusion
Through a combination of strategic Google Ads optimisations, UTM tracking, and website improvements, we helped Longevity Botanicals scale effectively while maintaining a strong return on investment. By focusing on new customer acquisition and leveraging data-driven decisions, we achieved significant growth while keeping acquisition costs well within the target range.
If you're a supplements brand eager to achieve these impressive results for your own business, reach out to us today!
